Is Nest all that it is cracked up to be?

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Well, at least it wasn’t some cod-Latin twaddle like Consignia, the replacement moniker that ministers once wanted to apply to Royal Mail before coming to their senses. Yesterday they conjured up a name for their flagship scheme to encourage millions of low earners to save for their retirement: Nest, along with a suitable logo — an egg.

Subtle it ain’t, but if members of the public at least make a link between the organisation and a nest-egg then that will be £350,000, the cost of the branding exercise, well spent. Someone has even managed to devise a plausible full name